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The CRM Software Insider’s Guide

Every one of the 49 CRM tools we grade in one document: the top three, what they cost, the grades and the full list. Read it here, or keep a copy.

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ToolGPAOctober 2026

CRM Software

The Insider’s Guide

Keep track of contacts, deals and conversations from first touch to close.

  • HubSpot
  • Zoho CRM
  • Twenty
  • Bigin by Zoho CRM
  • Bitrix24
  • Freshsales

Every one we grade, what they cost, the best buy at each budget and the three to look at first.

Checked Oct 18, 2026 · toolgpa.com

49graded

Contents

  1. 01WelcomeWhat these tools do, how many we grade and what to know before choosing
  2. 02Our top threeThe three we'd look at first, and who each one suits
  3. 03What they costWhat paid plans start at, the best buy at each budget and the free plans
  4. 04The gradesThe highest graded, and how the whole category does on each subject
  5. 05Keep or make?Which are worth paying for, and which you could make yourself
  6. 06Every toolAll of them, best graded first, with what each costs
  7. 07Quick answersThe questions people ask when choosing, each answered in a line or two
  8. 08About ToolGPAWho made this guide, what else is on the site, and how to cite it

ToolGPA put this guide together from each tool’s own pages, their app-store listings and our grades. Every fact in it is on the CRM Software page too, where it is kept up to date. Checked Oct 18, 2026.

Part 01 · Overview

Welcome

What these tools do, how many we grade and what to know before choosing

49

CRM tools we grade, from their own pages

Keep track of contacts, deals and conversations from first touch to close.

Before you choose, here are 8 things to know about CRM tools, worked out from every one we grade.

  1. 1

    We grade 49 CRM tools

    21 of them are free or have a free plan, and 27 more let you try before paying. Everything in this guide comes from their own pages and our grades.

  2. 2

    Paid plans start at $24 a month in the middle

    From $4.17 (Covve) to $299 (Keap), going by what each one's paid plans start at.

  3. 3

    Best value: HubSpot, Freshsales, Close and Bigin by Zoho CRM

    Nothing on our chart scores higher than these without costing more.

  4. 4

    38 of 49 have iPhone and Android apps

    46 run in a web browser and 8 have a Windows app. Check the one you need before you fall for anything.

  5. 5

    The middle GPA is 2.4

    1 score 3.0 or higher. The highest is HubSpot, at 3.2.

  6. 6

    Best free option: HubSpot

    HubSpot has the highest GPA of the free ones, 3.2. Free CRM at the center of a marketing, sales and service suite.

  7. 7

    48 worth keeping, 1 you could make

    By our keep-or-make rules, 48 do something you couldn't reasonably build yourself, 1 are simple enough to make with an AI app builder, and 0 are a close call.

  8. 8

    5 price changes in the past year

    That's how many price moves we've recorded for CRM tools in twelve months. Prices change, so check the maker's page before you pay.

Part 02 · Top three

Our top three

The three we'd look at first, and who each one suits

The three CRM tools we'd look at first. First place suits the most people; second and third are the best picks for the people it leaves out. Each has an Insider's Guide of its own.

  1. 1st

    3.2GPA

    HubSpot

    Free plan · from $20/mo

    For: Most small businesses

    HubSpot's CRM is free for up to 2 users and 1,000 contacts with no expiry date, and the free tools cover contact management, deal pipelines, tasks, email tracking, live chat, a meeting link and reporting dashboards. It runs in a browser and on iPhone and Android, with a Chrome extension for Gmail, and shares one customer database with HubSpot's marketing and service hubs. Its iPhone and iPad app averages 4.7 from about 15,700 ratings. Know the limits: the Starter bundle lists at $20 per seat a month, with new customers offered it from $7, billed annually, for a limited time, and Sales Hub Professional is $90 per seat a month on an annual commitment plus a one-time $1,500 onboarding fee.

    The HubSpot Insider’s Guide

  2. 2nd

    2.6GPA

    Zoho CRM

    Free plan · from $14/mo

    For: Small teams that want a larger free plan and lower prices

    Zoho CRM's Free edition covers up to 3 users and 5,000 records, against HubSpot's 2 users and 1,000 contacts, with lead, contact and deal management, tasks and the mobile apps. Its list prices are lower too: Standard is $14 per user a month, billed annually, and adds workflows, cadences for follow-ups, dashboards and sales forecasting. It is second because HubSpot's free tools go further into the conversation, with email tracking, live chat and a meeting link, where Zoho's Free edition lists standard reports and up to 5 workflow automations, and its iPhone and iPad app averages 4.4 from about 2,700 ratings. Monthly billing raises Standard to $20 per user.

    The Zoho CRM Insider’s Guide

  3. 3rd

    2.8GPA

    Twenty

    Free plan · from $9/mo

    For: Teams that want an open-source CRM on their own servers

    Twenty is an open-source CRM whose core is free to run on your own servers, with custom objects, fields, views and no-code workflows unlimited on every plan. It syncs Google Workspace or Microsoft 365 mailboxes and calendars to the matching people and companies. If you would rather not run a server, Twenty hosts it from $9 per user a month, billed yearly, after a 30-day trial. It is third because fewer teams can take it as it comes: it is listed for the web only, the cloud has no free plan, and the free option means self-hosting with community support. SSO, row-level permissions and audit logs need Organization at $19 per user a month, billed yearly.

    The Twenty Insider’s Guide

Part 03 · Pricing

What they cost

What paid plans start at, the best buy at each budget and the free plans

$24

A month to start, in the middle of those that charge

Going by our grades, HubSpot, Freshsales, Close, Bigin by Zoho CRM and 1 more give the most for the money among CRM tools: no tool on this chart scores higher without costing more.

Paid plans start at a middle price of $24 a month across the 47 that charge, from $4.17 (Covve) to $299 (Keap).

5 of the 47 score above the category's average while starting at or below its middle price. 19 cost more than the middle price and score below the average.

The best buy at each budget

  • Up to $5 a month

    Covve

    Starts at $4.17 a month when paid by the year. Nothing at that price or less scores higher.

  • Up to $10 a month

    Close, Freshsales, OnePageCRM

    Starts at $9 a month for each person. Nothing at that price or less scores higher.

  • Up to $20 a month

    HubSpot

    Starts at $20 a month for each person. Nothing at that price or less scores higher.

Price against what you get

Each dot is one of 47 CRM tools. Further left costs less; higher up scores better on features, ease of use and platforms. The green line is the best score at each price.

C2.0B3.0A4.0$2$5$10$20$50$100$200$500More for lessCosts more, scores moreCosts less, scores lessCosts more, scores lessHubSpotFreshsalesCloseBigin by Zoho CRMCovveZoho CRMTwentySuiteCRMBreakcold

What paid plans start at, a month (each step along is roughly double) →

The best free ones

  • HubSpot

    Free plan · Free plan · from $20/mo

    3.2

  • Bigin by Zoho CRM

    Free plan · Free plan · from $7/mo

    2.8

  • Bitrix24

    Free plan · Free plan · from $49/mo

    2.8

  • Odoo CRM

    Free plan · Free plan · from $31.10/mo

    2.8

  • Salesforce

    Free plan · Free plan · from $25/mo

    2.8

  • Twenty

    Free plan · Free plan · from $9/mo

    2.8

Part 04 · Grades

The grades

The highest graded, and how the whole category does on each subject

3.2

The highest GPA, HubSpot's

Every tool gets five grades, A to F, each with its reason, and a GPA that averages them. Here are the 12 highest graded CRM tools, then how the whole category does on each subject.

ToolValueFreeFeaturesEasePlatformsGPA
HubSpotCBAAB3.2
Bigin by Zoho CRMACCCA2.8
Bitrix24CCACA2.8
FreshsalesBCBBB2.8
Odoo CRMCABCB2.8
OnePageCRMBCBBB2.8
SalesforceDBABB2.8
TwentyBBBCB2.8
VtigerBBBCB2.8
EspoCRMCBBCB2.6
HighLevelCDACA2.6
HoneyBookCCBAC2.6

How the whole category does

Each bar is every CRM tool we grade, cut by the letter it got on that subject.

  • Value for moneyavg 1.8
  • Free plan and trialavg 2.2
  • Featuresavg 2.7
  • Ease of useavg 2.3
  • Platforms and integrationsavg 3.0

Part 05 · Keep or make

Keep or make?

Which are worth paying for, and which you could make yourself

1

Simple enough to make yourself, of 49

Some software does something you couldn’t reasonably build yourself. Some is simple enough that an AI app builder could make the core of it in an afternoon. Here’s where CRM tools land, by the same rules for every tool.

  • 48

    Keep it

    It does something you could not reasonably make for yourself, or it costs nothing.

  • 0

    Your call

    You could make the core of it, and you would give something up.

  • 1

    You could make this

    What it does is the kind of thing an AI app builder makes well, and it charges every month.

Worth keeping

  • HubSpot

    To replace HubSpot you would be making email sent in volume that still reaches the inbox. That is not a weekend's work, with an AI app builder or without one.

  • Bigin by Zoho CRM

    To replace Bigin by Zoho CRM you would be making connections to other products, each kept working as those products change. That is not a weekend's work, with an AI app builder or without one.

  • Bitrix24

    To replace Bitrix24 you would be making chat that a whole team counts on staying up. That is not a weekend's work, with an AI app builder or without one.

  • Freshsales

    To replace Freshsales you would be making connections to other products, each kept working as those products change. That is not a weekend's work, with an AI app builder or without one.

You could make these yourself

  • Monica Personal CRM$90 a year

What each costs a year on its cheapest paid plan, which is what making your own would save. A judgement from each listing and our own testing.

Part 06 · Every tool

Every tool

All of them, best graded first, with what each costs

49

Tools, best graded first

Every CRM tool we grade, with its GPA and what it costs. Each one has a page of its own on toolgpa.com, with its Insider’s Guide.

  1. 1HubSpotFree plan · from $20/mo3.2
  2. 2Bigin by Zoho CRMFree plan · from $7/mo2.8
  3. 3Bitrix24Free plan · from $49/mo2.8
  4. 4FreshsalesFree trial · from $9/mo2.8
  5. 5Odoo CRMFree plan · from $31.10/mo2.8
  6. 6OnePageCRMFree trial · from $9.95/mo2.8
  7. 7SalesforceFree plan · from $25/mo2.8
  8. 8TwentyFree plan · from $9/mo2.8
  9. 9VtigerFree plan · from $12/mo2.8
  10. 10EspoCRMFree plan · from $15/mo2.6
  11. 11HighLevelFree trial · from $97/mo2.6
  12. 12HoneyBookFree trial · from $29/mo2.6
  13. 13SalesmateFree trial · from $23/mo2.6
  14. 14Zoho CRMFree plan · from $14/mo2.6
  15. 15Act!Free trial · from $30/mo2.4
  16. 16AttioFree plan · from $35/mo2.4
  17. 17CloseFree trial · from $9/mo2.4
  18. 18DexFree trial · from $12/mo2.4
  19. 19DubsadoFree trial · from $335/yr2.4
  20. 20EngageBayFree plan · from $13.79/mo2.4
  21. 21KommoFree trial · from $25/mo2.4
  22. 22Less Annoying CRMFree trial · from $15/mo2.4
  23. 23MeshFree plan · from $10/mo2.4
  24. 24Monica Personal CRMFree plan · from $9/mo2.4
  25. 25NimbleFree trial · from $24.90/mo2.4
  26. 26noCRMFree trial · from $11/mo2.4
  27. 27NutshellFree trial · from $13/mo2.4
  28. 28OntraportFree trial2.4
  29. 29SalesflareFree trial · from $29/mo2.4
  30. 30SuiteCRMFree plan · from £130/mo2.4
  31. 31AssemblyFree plan · from $29/mo2.2
  32. 32Capsule CRMFree plan · from $18/mo2.2
  33. 33ClarifyFree plan · from $40/mo2.2
  34. 34CopperFree trial · from $23/mo2.2
  35. 35CovveFree plan · from $4.99/mo2.2
  36. 36folkFree trial · from $24/mo2.2
  37. 37InsightlyFree trial · from $29/mo2.2
  38. 38KeapFree trial · from $299/mo2.2
  39. 39LightfieldFree trial · from $89/mo2.2
  40. 40Microsoft Dynamics 365 SalesFree trial · from $65/mo2.2
  41. 41NetHunt CRMFree trial · from $24/mo2.2
  42. 42PipedriveFree trial · from $14/mo2.2
  43. 43Pipeline CRMFree trial · from $25/mo2.2
  44. 44StreakFree plan · from $49/mo2.2
  45. 45TeamgateFree plan · from $39.90/mo2.2
  46. 46SalesRabbitFree plan · from $49/mo2.0
  47. 47BreakcoldFree trial · from $79.20/mo1.8
  48. 48DayliteFree trial · from $15/mo1.8
  49. 49ThryvPaid1.8

Part 07 · Questions

Quick answers

The questions people ask when choosing, each answered in a line or two

8

Questions, each answered in a line or two

What are the best CRM tools?

HubSpot first, Zoho CRM second, Twenty third. HubSpot is for most small businesses.

Which CRM tools give the most for the money?

HubSpot, Freshsales, Close, Bigin by Zoho CRM and Covve. Each is the highest-scoring tool at its price or below: Covve scores 2.3 out of 4 and starts at $4.17 a month when paid by the year; Bigin by Zoho CRM scores 2.7 out of 4 and starts at $7 a month for each person; Close scores 3.0 out of 4 and starts at $9 a month for each person; Freshsales scores 3.0 out of 4 and starts at $9 a month for each person; HubSpot scores 3.7 out of 4 and starts at $20 a month for each person.

Which CRM tools are best for under $10 a month?

Close, Freshsales and OnePageCRM, with a score of 3.0 out of 4: the highest among the 8 that start at $10 a month or less.

Which CRM tools are best for under $20 a month?

HubSpot, with a score of 3.7 out of 4: the highest among the 20 that start at $20 a month or less.

Which CRM tools cost the most for what they offer?

On this chart, SuiteCRM (starts at about $171.87 a month, scores 2.3 out of 4, and 36 tools score higher for less), Breakcold (starts at $79.20 a month, scores 2.3 out of 4, and 34 tools score higher for less) and SalesRabbit (starts at $49 a month for each person, scores 2.3 out of 4, and 31 tools score higher for less).

How much do CRM tools cost?

The middle starting price is $24 a month: half of the 47 CRM tools with a recurring price start below that and half above.

How is the score on this chart worked out?

It is the average of three of the five grades ToolGPA gives every tool: features, ease of use, and platforms and integrations, with an A worth 4 and an F worth 0.

How does ToolGPA grade CRM tools?

Five grades, A to F, for value, the free plan, features, ease of use and platforms, each with its reason, and a GPA that averages them.

Part 08 · About

About ToolGPA

Who made this guide, what else is on the site, and how to cite it

3,189

Tools graded, in 94 categories

ToolGPA grades software the way a school report grades a pupil: five subjects, a letter for each with the reason written beside it, and a GPA that averages them. Prices, plans and platforms are read from each maker’s own pages and dated, so you always know how fresh a figure is.

Every grade, review and ranking on ToolGPA is our own judgement. No company can pay for a grade or change one. Every tool on the site has a guide like this one, free to download and pass on. It all lives at toolgpa.com.

  • 3,189

    tools graded

  • 94

    categories

  • 426

    price changes on record

  • 579

    apps priced in 12 countries

What else is on toolgpa.com

Scan for the live page

Prices and grades as they are today

Quoting this guide?

Please name ToolGPA and link to the live page, so readers can check the figures for themselves:

ToolGPA, "CRM Software: The Insider's Guide", checked Oct 18, 2026. https://toolgpa.com/categories/crm

Know someone choosing between CRM tools?

Send them this guide: toolgpa.com/categories/crm/guide

ToolGPA elsewhere: youtube.com/@toolgpa

See our other guides

The top three CRM tools have guides of their own, and so does every category near this one.

ToolGPA

Choosing software? Every tool graded, every price dated.

Compare tools at toolgpa.com ›

Everything in this guide is ToolGPA’s own summary of what each tool’s pages, app-store listings and public reviews said on the dates shown. Grades are our judgement under the rules at toolgpa.com/grades. Every grade, review and ranking on ToolGPA is our own judgement. No company can pay for a grade or change one. Product names are trademarks of their owners, and no maker made, paid for or approved this guide. Prices and plans change: check each maker’s own site before you buy.